Any excess fat is sucked out with liposuction, but the excess glandular tissue has to be removed through a u-shaped incision around the nipple.

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"I mean, Jean Paul Gaultier eat your heart out, " she says pointing to another exhibit, a bright red wire spiral bra, with white roses over the nipple area and covered in a host of plastic butterflies.

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Loss of sensation in the nipple in particular occurs anywhere from 10% to 70% of the time, says Dr. Nahai, president of the American Society for Aesthetic Plastic Surgery (ASAPS) depending on the type of procedure.

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For the trial, Flaherman and her colleagues assigned half the babies a couple days of birth to receive two teaspoons of formula after each breast-feeding, via a syringe so as not to encourage "nipple confusion" in which a baby has trouble transitioning between breast and bottle.

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Newish title-holders include Canada's copyright tsar, New Orleans's recovery tsar, Singapore's baby tsar, Tony Blair's respect tsar, Thailand's condom tsar and America's nipple tsar (Michael Powell, whose job as chairman of the Federal Communications Commission was to prevent a repetition of Janet Jackson's televised bosom exposure).

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Whilst nearly all of the women knew that a lump in the breast could be a symptom of breast cancer, 93% did not know all the other possible symptoms, such as a change in breast size or shape, a rash of the nipple or surrounding area, pain that is unrelated to periods or puckering of the skin.

BBC: NEWS | Health | Women told to show breasts 'TLC'